Overview

If you manage multiple Taboola accounts under a single network, you have 3 options for tracking conversions:

Flow 1: Separate setup per account - For each account, set up a separate pixel, a separate set of conversion rules, and separate audiences.

Flow 2: Network-level setup - Set up one network pixel, one set of network-level conversion rules, and network-level audiences. The network pixel can be embedded across different sites and will track conversions and build audiences for all accounts in your network.

Flow 3: Mixed approach - Use network-level conversions and audiences for accounts that share the same funnel, and account-level conversions and audiences for accounts with unique funnels. You can implement both network pixels and account pixels on different sites, or even on the same site if needed.

Audiences

Your choice of pixel setup also affects the audiences available to you:

• Network-level audiences include users from all sites/brands where the network pixel fires. If you target a network-level audience in one account's campaigns, you might reach users who interacted with other accounts in the network.
• Account-level audiences only include users from sites where that account's pixel fires, giving you brand-specific retargeting lists.

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What are audiences?

Audiences are lists of users who have taken specific actions on your website. You create audience rules based on pixel events, then use those audiences to target your campaigns — showing ads to people who have previously interacted with your site.

For more detail, and additional terminology, see the Glossary.

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Not sure which approach to use?

For beginners, start with account-level tracking. For a more detailed discussion and guidance, see: When to use network-level conversions

How conversion tracking works

Standard flow (account-level conversions)

To track conversions for Account A:

1. Open Realize, select Account A, and generate a pixel code snippet.

   The pixel will contain the Account ID for Account A.

2. Implement the pixel on the relevant website.
3. Open Realize, select Account A, and create conversion rules.

   These will track conversions for Account A.

4. Run campaigns in Account A.
5. When the account pixel fires an event, Taboola looks for a conversion rule under Account A with a matching event name.
6. Conversions appear in Account A's reports.

Key point: Each account needs its own pixel implementation (with its own Account ID) and its own conversion rules.

flowchart TD
    subgraph Accounts
        A["Account A"]
        B["Account B"]
        C["Account C"]
    end

    UserA["User clicks ad"] --> A
    UserB["User clicks ad"] --> B
    UserC["User clicks ad"] --> C

    A --> PixelA["Account A pixel fires<br/>(Account A ID)"]
    B --> PixelB["Account B pixel fires<br/>(Account B ID)"]
    C --> PixelC["Account C pixel fires<br/>(Account C ID)"]

    PixelA --> ConvA["Account A<br/>conversion rule"]
    PixelB --> ConvB["Account B<br/>conversion rule"]
    PixelC --> ConvC["Account C<br/>conversion rule"]

Network-level flow (network-level conversions)

To track conversions across Account A, Account B, and Account C using 1 pixel:

1. Open Realize, select the network account, and generate a network pixel code snippet.

   The pixel will contain the Network Account ID.

2. Implement the pixel on the relevant website(s).

   The same code works for all accounts in the network.

3. Open Realize, select the network account and create conversion rules.

   You only need to do this once (not per account). These will be used across all accounts.

4. Run campaigns in Account A, Account B, and Account C.
5. When the network pixel fires an event, Taboola looks for a network-level conversion with a matching event name.
6. Conversions are attributed to whichever account had the most recent click, and will appear in that account's reports.

Key point: One pixel implementation (with Network Account ID) and one set of conversion rules, but conversions are attributed to individual accounts based on which account's campaign had the most recent click.

Mixed flow (network-level and account-level conversions)

You can use both network-level and account-level conversions together. This is useful when some accounts share the same funnel while others have unique conversion flows.

Example scenario:

• Account A, B, C share the same funnel → Use network pixel and network-level conversion rules
• Account D has a unique funnel → Use account pixel (Account D ID) and account-level conversion rules

How it works:

1. Implement the network pixel on sites used by Account A, B, and C.
2. Implement Account D's pixel on Account D's site.
3. Create network-level conversion rules for conversions shared across Account A, B, and C.
4. Create account-level conversion rules in Account D for its unique conversions.
5. When a pixel fires:
   • Events fired with the Network Account ID match network-level conversion rules.
   • Events fired with Account D's Account ID match Account D's conversion rules.

Key point: Network-level and account-level conversions don't conflict because they match different pixel IDs. You can have both types with the same event name — each will match its corresponding pixel ID.

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Where was the conversion created?

To see where a conversion rule was created (network vs. account):

1. Open Realize, and select your network account (top, left).
2. In the sidebar (left), select Tracking.
3. In the conversions list, look at the Account Name column for each conversion.

How network-level attribution works

With a network pixel, conversions are attributed to the most recent Taboola click across all accounts in the network:

flowchart TD
    UserA["User clicks ad"] --> A1["Account A<br/>(Campaign A)"]
    UserB["User clicks ad"] --> A2["Account B<br/>(Campaign B)"]
    UserC["User clicks ad"] --> A3["Account C<br/>(Campaign C)"]

    subgraph Accounts["Accounts"]
        A1
        A3
    end

    subgraph AccountB["Accounts"]
        A2
    end

    A1 --> Pixel["Network pixel fires<br/>(Network Account ID)"]
    A2 --> Pixel
    A3 --> Pixel

    Pixel --> Conv["Network-level<br/>conversion rule"]
    Conv --> Attr["Attribution logic:<br/>matches to most recent<br/>click across all accounts"]
    Attr --> A2

In this example, the user clicked ads from multiple accounts, but the conversion is attributed to Account B (Campaign B) because it was the most recent click.

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How Taboola performs the account attribution

1. When a user clicks a Taboola ad, Taboola assigns a Click ID to that click event.
2. The Click ID stores information about the click, including the campaign (and associated account) to which this click belongs.
3. When the pixel fires with the Network Account ID, Taboola matches the conversion event to the most recent click based on the Click IDs on record.
4. The Pixel ID determines which conversion rules to match against, but the attribution to a specific account comes from the Click ID data.

Attribution logic remains the same with network-level conversions:

• Post-click attribution: Conversions within 30 days of a Taboola click are attributed to clicks (by default)
• View-through attribution: Conversions within 24 hours of a Taboola viewable impression are attributed to that impression
• Post-click conversions always override post-view conversions when both occur

When multiple clicks occur within the attribution window, the conversion is attributed to the most recent click. If multiple clicks match and one is from a campaign directly associated with the conversion rule, that click takes priority.

With a network pixel, conversions can be attributed to any account in the network based on the most recent Taboola interaction across all accounts.

Example A

1. A user clicks an ad from Account A and does not convert.
2. Later, they visit a landing page related to Account B and convert, without another Taboola interaction.

Result: The conversion is attributed to Account A (the most recent Taboola click). Even though the conversion happened on Account B's landing page, attribution is based on the most recent Taboola click across all accounts in the network.

Example B

1. A user clicks an ad from Account A and does not convert.
2. Later, they click an ad from Account B, visit the landing page and convert.

Result: The conversion is attributed to Account B, because this was the most recent click.

Example C

1. A user clicks an ad from Account A and does not convert.
2. Later, they see (view) an ad from Account B (viewable impression), then visit the landing page of Account B and convert, without clicking the second ad.

Result: The conversion is attributed to Account A, because the most recent click (Account A) overrides the later view (Account B). Post-click conversions always take priority over post-view conversions.

How to create the network pixel

To start using network-level conversions, first create the network pixel.

1. Open Realize, and select your network account (top, left).
2. In the sidebar (left), select Tracking.
3. Click "Create Pixel" to generate your network-level pixel code.
4. Implement this pixel on your site(s) according to your usual implementation process.

All accounts under this network will be able to use conversions defined at the network level.

How to create a network-level conversion

Once the network pixel is in place, you can define conversions that apply across all accounts in the network.

1. Open Realize, and select your network account (top, left).
2. In the sidebar (left), select Tracking.
3. Click "New Conversion".
4. Define your conversion rule, for example:
   • Event-based: purchase, lead, registration, etc.
   • URL-based: thank-you page URL, checkout confirmation URL, etc.
5. Save your conversion.

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Guidelines

• One rule, all accounts: When you create a conversion at the network level, all accounts in your network can use that same conversion rule. When campaigns run in any account using the network pixel, conversions are tracked using the same network-level rules and attributed to the account whose campaign had the most recent click.
• Matching pixel IDs: Network-level conversions only match events fired with the Network Account ID. Account-level conversions only match events fired with a specific Account ID.
• No conflicts: Network-level and account-level rules don't conflict because they match different IDs. If you have both types with the same event name, each will match its corresponding pixel ID.
• Mixing both types: You can use network-level conversions for accounts that share the same funnel, and account-level conversions for accounts with unique funnels. Both can coexist — network pixels match network-level rules, and account pixels match account-level rules.
• Identifying conversion level: To see where a conversion rule was created (network vs. account):
  1. Open Realize, and select your network account (top, left).
  2. In the sidebar (left), select Tracking.
  3. In the conversions list, look at the Account Name column for each conversion:
     • If it shows the network name, it's a network-level conversion.
     • If it shows a specific account name, it's an account-level conversion.
• Making changes: To modify a network-level conversion rule, make the change at the network level. Changes automatically apply to all linked accounts.

What's next?

• When to use network-level conversions - Learn about scenarios where network-level conversions are the right choice, and when they're not recommended.
• Switching from network-level to account-level tracking - Step-by-step guide for migrating from network-level to account-level tracking.
• Glossary - Definitions of key terms used in this documentation.

Related docs

• Attribution models in Realize
• Conversion deduplication

Getting Help

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Unsure whether to use a network pixel or account-level pixel? Reach out to your Taboola Account Manager for guidance.